Jobe SUP 2026 Preview

Retail Buyers Guide: SUP 2026 Retail Buyer’s Guide
Brand: Jobe
Interviewee: Marketing Team

What is your assessment of the 2025 business: new impetus, cleared old stocks, sounder growth, better quality products?
In 2025, we’ve seen a healthier and more balanced market overall. One of the key developments is the expansion of the mid-range segment, which offers a strong value proposition for consumers. This has made the category more accessible without compromising too much on quality. At the same time, the market has largely worked through older inventory, resulting in cleaner stock positions across the board. This creates a more stable foundation for sustainable growth going forward. Overall, we see a shift towards more consistent quality levels and a better alignment between price and product performance.

Do you favor segmented distribution channels? (entry-level allrounders via online D2C and sports chain stores, advanced models for core retailers?)
At Jobe, we strongly believe in the value of our dealer network as the backbone of our distribution strategy. Our core retailers play a crucial role in delivering expertise, service, and brand experience to the end consumer. At the same time, we complement this with a direct-to-consumer (D2C) approach to ensure availability and accessibility across all of Europe. This hybrid model allows us to support our partners while also making sure that consumers can always access our products, regardless of their location. Rather than strict segmentation, we focus on a balanced and supportive ecosystem where each channel strengthens the overall brand presence.

Which are your key inflatable models for 2026 in the Allround/Cruising segments?
One of our key highlights for 2026 is the Rasa 10.6. This model stands out due to its compact packability, making it extremely easy to store and transport. It’s designed for convenience without sacrificing on performance, making it an ideal choice for a wide range of users-from beginners to more casual paddlers looking for a hassle-free experience. The Rasa 10.6 fits perfectly within the growing demand for practical, user-friendly products that adapt to modern lifestyles.

Which Specialty iSUPs are growing/decreasing in 2026? (Race & Flatwater, River, Fishing, SUP-Kayak, SUP surfing…)
For 2026, we are introducing the Tana, a hybrid SUP-Kayak concept, which reflects the evolving needs of consumers. We clearly see growth in segments focused on comfort, versatility, and longer-distance recreational use. More and more users are looking for relaxed touring experiences-covering distance at their own pace rather than focusing on high performance or competition. As a result, multi-functional products like SUP-Kayak hybrids are gaining popularity, while more niche, high-performance segments remain stable but relatively smaller.

Is innovation stalling or did the SUP reach maturity regarding designs and constructions?
The SUP market has definitely reached a more mature stage. After a period of rapid innovation and disruption-especially during and after the supply chain challenges a few years ago-we now see stabilization in both design and construction quality. Rather than radical innovation, the focus has shifted towards refinement: improving durability, consistency, and user experience. This maturity is a positive development, as it builds consumer trust and ensures more reliable product standards across the market.

(hardboard brands only) Which hardboard styles do you push on the forefront of your range? And what about sales volumes compared to inflatables?
Jobe does not offer a hardboard assortment, as we are fully focused on the inflatable segment. This specialization allows us to continuously improve and innovate within inflatables, which remain the dominant choice for the majority of consumers due to their convenience, portability, and ease of use.

Key Products:

The Aero Rasa Compact SUP 10.6:
Is built for portability without compromising performance. Designed for effortless travel, it folds into an ultra-compact package that fits easily in your car, boat, or apartment. Its lightweight construction and smart folding design let you explore anywhere, from lakes to the coast. The innovative folding system makes the board up to 30% more compact, maximizing convenience. The included 5-piece fiberglass paddle fully disassembles to fit inside the compact backpack. Quick to inflate, stable on the water, and backed by a 5-year warranty, it’s built for easy, versatile adventures wherever you go.

Aero Rasa Compact SUP Board 10.6 Package:
The Aero Rasa Compact SUP 10.6 redefines portability without compromising performance. Designed for effortless travel, this board folds down into an ultra-compact package that’s easy to store in your car, boat, or apartment. Thanks to its lightweight construction and smart folding design, you can take your SUP adventures anywhere — from quiet lakes to coastal getaways. The included 5-piece fiberglass paddle can be fully disassembled to fit neatly inside the compact backpack, making packing and carrying a breeze. Quick to inflate, stable on the water, and built for exploration, the Aero Rasa Compact is the ideal board for those who value freedom and simplicity. Backed by a 5-year warranty, it’s ready for your next adventure wherever you go.

Rasa

Aero Tana Hybrid SUP Premium Board 11.2 Package:
The Aero Tana Hybrid 11.2 is designed for those who want the best of both worlds — the freedom of stand-up paddling and the comfort of kayaking. Stand tall for an active SUP session or easily attach the included seat to switch into kayak mode for a relaxed paddle. This smart hybrid setup lets you adapt your adventure to the conditions or your mood, making it perfect for exploring lakes, rivers, and coastal waters. Stable, comfortable, and easy to handle, the Tana Hybrid delivers true versatility on the water. Whether you’re gliding across calm bays or taking a longer tour, this board keeps every outing effortless and fun. Backed by a 5-year warranty, it’s built for endless days of adventure.

tana

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